The genius behind the brand is Scott Morrison, the same man who founded both Paper Denim & Cloth and Earnest Sewn. Safe to say, he knows what he’s doing when it comes to denim. Which is exactly why countless celebrities—Kendall Jenner, Kate Bosworth, Olivia Culpo, and Jessica Alba included—are walking around in his custom made premium jeans.

One of the many admirable things about Morrison and 3×1 is how transparent and confident this high-quality denim company is. In the New York flagship store, there is an in-store factory behind glass windows so you can see exactly how things are done. On top of Scott creating jeans that hug your body in all the right places, he also started the frayed and shredded hem look that we’re so obsessed with.